Making and keeping the brand promise: How paid and owned media are stronger together

This article discusses the relationship between paid and owned media, arguing that they complement each other.

Making and keeping the brand promise: How paid and owned media are stronger together

Robin Bonn Seven

Hype about content marketing is everywhere. But with little consensus about what 'content' is, it is better for marketers to focus on what it does and how it works alongside traditional advertising. Robin Bonn explores how to go about it.

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